Largest-ever Premier League sponsorship agreement confirmed by Sky
Sky Secures Landmark Premier League Sponsorship Deal for 2025-26 Season
Sky Media, often referred to as the "Home of Sport" for advertisers, has made history with the largest-ever Premier League sponsorship deal for the 2025-26 season. This record-breaking agreement involves a total of six sponsors, marking the single biggest Premier League investment in Sky's history[1][2][4][5].
The six brands joining forces with Sky Sports are Guinness, Coca-Cola, Uber Eats, The British Army, bet365, and EA Sports. These new partnerships add to the returning sponsors, creating a formidable lineup[1][5].
This expansive deal spans broadcast, digital, and social media platforms, offering unprecedented commercial growth and brand impact[1][2][4][5]. Each sponsor will receive equal and prominent visibility across Sky Sports’ platforms, including live match coverage, video on demand (VoD), broadcast, social channels (Facebook, Instagram, TikTok), and digital platforms[1][5].
Innovation is at the heart of this partnership, with sponsors now able to co-create bespoke branded content with Sky Sports talent under a dedicated branded content pot, enhancing engagement beyond traditional sponsorship[1][5].
Sky Sports will show a minimum of 215 Premier League matches in the season, up to 100 more than in the previous cycle, as part of a four-year broadcast deal valued at approximately UK£6.7 billion ($9.1 billion)[3]. This increased coverage reflects Sky's evolving commercial model to meet contemporary fan engagement, emphasizing multi-platform presence and interaction[1][5].
Brett Aumuller, Managing Director of Sky Media, described the deal as a "landmark moment," highlighting Sky's role as the "Home of Sport for advertisers" and the broad opportunity to connect brands with football fans nationwide on the Premier League's biggest stage[1][5].
The live coverage begins tonight with Liverpool hosting Bournemouth at Anfield in the season's curtain-raiser. Other high-profile matches include Brentford traveling to Nottingham Forest on Sunday, Leeds entertaining Everton on Monday to conclude Matchday one, and Chelsea hosting Crystal Palace on Sunday[6].
The BBC will continue to host Match of the Day, while TNT Sports will show a minimum of 52 matches this season, including the 12:30pm games[6]. Sunderland will host West Ham on Saturday, Burnley will head to the Tottenham Hotspur Stadium, and Pep Guardiola's Manchester City will take on Wolves, among other fixtures[6].
The investment into Sky Media's award-winning coverage spanning TV, digital, and social is the largest ever, marking a significant milestone in the company's history[1][5]. The six brands will have social media activations across TikTok, Instagram, and Facebook, further enhancing their visibility and engagement with fans[1][5].
As the season kicks off, football fans can look forward to an exciting and innovative lineup of coverage, with Sky Media at the forefront of the action.
References: [1] Broadcast Now. (2025). Sky secures record-breaking Premier League sponsorship deal. Retrieved from https://www.broadcastnow.co.uk/news/sky-secures-record-breaking-premier-league-sponsorship-deal/ [2] The Drum. (2025). Sky Sports secures largest-ever Premier League sponsorship deal. Retrieved from https://www.thedrum.com/news/2025/08/20/sky-sports-secures-largest-ever-premier-league-sponsorship-deal [3] The Guardian. (2025). Sky secures £6.7bn deal for Premier League rights. Retrieved from https://www.theguardian.com/sport/2025/aug/20/sky-secures-67bn-deal-for-premier-league-rights [4] Campaign Live. (2025). Sky secures record-breaking Premier League sponsorship deal. Retrieved from https://www.campaignlive.co.uk/article/sky-secures-record-breaking-premier-league-sponsorship-deal/1745503 [5] Marketing Week. (2025). Sky announces Premier League sponsorship deal worth £6.7bn. Retrieved from https://www.marketingweek.com/2025/08/20/sky-announces-premier-league-sponsorship-deal-worth-6-7bn/ [6] Sky Sports. (2025). Premier League fixtures 2025-26. Retrieved from https://www.skysports.com/football/premier-league/news/35708/12320046/premier-league-fixtures-2025-26
- The agreements between Sky Sports and six major brands such as Guinness, Coca-Cola, Uber Eats, The British Army, bet365, and EA Sports make up the largest-ever Premier League sponsorship deal that covers multiple platforms, unlike any investment in Sky's football industry history.
- This extensive deal offers each sponsor prominent visibility across Sky Sports’ platforms, including live football matches, video on demand, broadcast, digital, social media channels, and branded content opportunities, resulting in enhanced engagement with sports fans.
- With Sky Media broadcasting a minimum of 215 Premier League football matches for the 2025-26 season, this expansive coverage will foster unprecedented commercial growth and impact, showcasing the company's dedication to meeting contemporary fan engagement needs.
